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PALGRAVE STUDIES IN ADAPTATION
AND VISUAL CULTURE
James Bond
Uncovered
Edited by
Jeremy Strong
Palgrave Studies in Adaptation and Visual Culture
Series Editors
Julie Grossman
Le Moyne College
Syracuse, NY, USA
R. Barton Palmer
Clemson University
Clemson, SC, USA
This new series addresses how adaptation functions as a principal mode of
text production in visual culture. What makes the series distinctive is its
focus on visual culture as both targets and sources for adaptations, and a
vision to include media forms beyond film and television such as video-
games, mobile applications, interactive fiction and film, print and nonprint
media, and the avant-garde. As such, the series will contribute to an expan-
sive understanding of adaptation as a central, but only one, form of a
larger phenomenon within visual culture. Adaptations are texts that are
not singular but complexly multiple, connecting them to other pervasive
plural forms: sequels, series, genres, trilogies, authorial oeuvres, appropria-
tions, remakes, reboots, cycles and franchises. This series especially wel-
comes studies that, in some form, treat the connection between adaptation
and these other forms of multiplicity. We also welcome proposals that
focus on aspects of theory that are relevant to the importance of adapta-
tion as connected to various forms of visual culture.
James Bond
Uncovered
Editor
Jeremy Strong
Chelmsford, UK
This Palgrave Macmillan imprint is published by the registered company Springer International
Publishing AG part of Springer Nature.
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
For Rebecca, with love
Acknowledgements
vii
Contents
Introduction 1
Jeremy Strong
Bond Resounding 87
Jonathan Stockdale
ix
x Contents
ive and Let Die: The Tarot as Other in the 007 Universe 143
L
Joyce Goggin
Index 291
Notes on Contributors
xi
xii Notes on Contributors
the Word (2003). He is also a novelist, poet and dramatist. His novel The
Prince of Denmark was published in 2001; his poetry collection Craeft
received a Poetry Book Society award in 2002; and his play Wholly Writ
was performed at Shakespeare’s Globe theatre, and by Royal Shakespeare
Company actors in Stratford-upon-Avon.
I.Q. Hunter is Professor of Film Studies at De Montfort University,
Leicester, UK, and author of British Trash Cinema (2013). He has pub-
lished widely on cult film, adaptation and British cinema, and has edited
numerous books, including British Science Fiction Cinema (1999) and
British Comedy Cinema (2012).
Wieland Schwanebeck is Research Assistant and Chair of English
Literary Studies at Dresden University of Technology in Germany. Wieland
gained his degree at Dresden in 2009, and he has been working and teach-
ing there ever since. His fields of interest include gender and masculinities
studies, British film history, narratology and Alfred Hitchcock. He fin-
ished his Ph.D. project on the adaptable masculinities of Patricia
Highsmith’s The Talented Mr. Ripley in 2013. His publications include a
study of the German campus novel (Annäherungsversuche, 2012), two
volumes on impostors, the forthcoming Metzler Handbook of Masculinities
Studies (co-edited with Stefan Horlacher and Bettina Schötz), and numer-
ous articles and reviews on topics such as genre, signature, adaptation,
contemporary British fiction, and the body politic, which have appeared in
journals such as Adaptation, Literature/Film Quarterly and Men and
Masculinities. He is currently editing a book on Alfred Hitchcock (tenta-
tively entitled Sabotaging ‘Hitchcock’).
Florian Stephens is Senior Lecturer in Digital Animation at the
University of West London, where he is also Course Leader for the BA
(Hons) Visual Effects. Starting his career as a sculptor, Florian has gone
on to work as an animator, filmmaker and researcher. His films have been
screened at major festivals around the world. He has written about Reality
Capture (3D scanning), and how this technology can be implemented in
both video games and animation. He worked on the Marketing Mayhem
project, a video game which teaches students about business ethics within
a first-person interactive environment.
Jonathan Stockdale is Professor and Associate Dean at the University of
Westminster, London, in the School of Media, Arts and Design. His multi-
media works have been performed widely in the UK and Norway, including
xiv Notes on Contributors
in Gender Studies (with Jane Pilcher, 2004) and Screen Adaptation: Impure
Cinema (with Deborah Cartmell, 2010), and co-editor, with Deborah
Cartmell, of Adaptations: From Text to Screen, Screen to Text (1999) and
The Cambridge Companion to Literature on Screen (2007). Ongoing proj-
ects include a history of the bra, Australian adaptations, post-war adapta-
tions, and representations of ageing in popular culture. She is Co-editor of
Adaptation (Oxford), Associate Editor of Contemporary Women’s Writing
(Oxford) and Co-chair of the Association of Adaptation Studies.
List of Figures
xvii
Introduction
Jeremy Strong
Everybody knows James Bond. Within the Bond stories, and especially the
films, his is a familiar name and face to colleagues and enemies alike, as
well as to bartenders around the world. The unlikeliness of such promi-
nence attaching to an active ‘secret’ agent comprises a part of the narra-
tives’ showy allure, and contrasts with more downbeat, realistic accounts
of espionage as developed by writers such as Somerset Maugham and John
le Carré. Considered as a multimedia phenomenon, only the Star Wars
and Harry Potter franchises might be regarded as serious rivals in terms of
income and reach, though 007 has a clear lead on both in respect of lon-
gevity. Yet the seeming ubiquity and sustained presence of James Bond as
part of our ‘cultural landscape’ (McKay 2008, xi) elides a complex history
spanning appearances in many forms, involving stewardship and contesta-
tion of Bond-as-brand and periods of uncertainty. While successive Bond
narratives have cued us to know that, however dire the predicament, he
will survive,1 succeed, and above all ‘return’, the overarching and ongoing
story of James Bond has no such sense of the inevitable. One of the prin-
cipal themes of this book is how Bond has been adapted, both in the sense
J. Strong (*)
University of West London, London, UK
e-mail: jeremy.strong@uwl.ac.uk
to the screen. What the most optimistic forecaster could not have antici-
pated, however, even with a full awareness of the swelling popularity of
Bond and a growing vogue for spy stories through the 1960s, was that the
succeeding decades would see Fleming’s oeuvre mined to exhaustion,
with even the smallest Fleming/Bond fragments serving as springboards
for new movies.2 This, in turn, required the commissioning of new Bond
stories and set in train an interrelationship between Bond films and Bond
novels that has involved both overlap and bifurcation.3 More than fifty
years after Fleming’s death a search for James Bond books will reveal not
only a core ‘canon’ of thirteen of his works but also a significantly greater
number of movie tie-ins and original continuation novels by several differ-
ent authors.4 Where films and tie-in novels coincide, as, for example, the
four stories that map on to Pierce Brosnan’s 007 tenure—GoldenEye
(1995), Tomorrow Never Dies (1997), The World Is Not Enough (1999)
and Die Another Day (2002)—images from the films dominate the cover
art. While this is not the case for continuation novels with no specific film
correlative, it seems unarguable that the films and their enduring popular-
ity have played a major role in sustaining the market for a literary Bond.
Relatedly, the extent to which Bond computer games mirror many aspects
of the movies, including, as Stephens charts here, a substantial degree of
co-development, attests to the films’ pre-eminence in establishing and
developing motifs, recognition and value that may be parlayed into and
mutually reinforced across other media.
It is principally with respect to the films that a Bond or ‘Bondian’
formula may be discussed most fruitfully, though such analysis also
necessitates the acknowledgment of those recurring aspects that owe
their presence to Fleming, and of the extent to which film formula ele-
ments, in turn, inform other media. The identification and critique of
repeated elements and patterns over a corpus of works is, of course, a
staple academic method across a spread of disciplines. Attributed vari-
ously to prevailing industrial/artistic conditions of production, to the
social and economic milieu from which works arise, to the shared politi-
cal and cultural preoccupations of participants, to even deeper psychical
structures, and to the preferences of consumers, such sets of commonali-
ties may be regarded as owing to the deliberate ordering of those who
create, to the unconscious desires of producers and consumers, and to
the critical ingenuity of scholarship that identifies features, devises
groupings, and interprets their significance. Of particular note with
respect to a Bond formula is the extent to which, far from being a critical
INTRODUCTION 5
A ‘Bondian’ Formula
In her analysis of the production of the film The Spy Who Loved Me (1977),
Woollacott identifies how the phrase ‘Bondian’ was used repeatedly by
producer Albert ‘Cubby’ Broccoli to characterise the values associated
with a Bond picture and, in particular, to inculcate the appropriate spirit
into those crew members working on their first Bond film (Woollacott
1983). This observation makes a useful starting point for our consideration
of the many continuities that comprise the Bond formula. Perhaps the
most important dimension to acknowledge is its deliberate nature, a struc-
turing ethos emanating from the individual with, at that time, overall
responsibility for Bond-on-film—co-producer and former partner Harry
Saltzman had ceased working with Broccoli after The Man with the Golden
Gun (1974), the ninth film in the series made by their company Eon
Productions. Fifteen years after the first Bond film, the series was on its
third leading actor—indeed, The Spy Who Loved Me was Roger Moore’s
third Bond film5—but many other elements and personnel had become
associated firmly either with the series as a whole or with a particular run/
subset of the pictures, a pattern that has continued through to the most
recent releases. An individual picture may well involve a new element,
most significantly a new actor as 007, but that change is always embedded
in and mitigated by a pattern of continuities, including individuals, on and
off screen, as well as a range of narrative and stylistic components.
6 J. STRONG
firmly established by Goldfinger, where he had full authority over the score
and music, continuing over more than two decades to The Living Daylights
(1987). As Jeff Smith argues, Barry’s Bond music was a ‘vital promotional
tool… and … a remarkably adaptable component of the Bond formula’ (in
Lindner, ed., 2009, 149). In this collection, Jonathan Stockdale’s essay
uses an interview with Norman Wanstall, winner of the 1964 Oscar for
Best Special Effects/Sound on Goldfinger, to examine another of the
acoustic dimensions of the early Bond films—the work of the Sound
Department—in which recurring personnel, especially Gordon McCallum
and Wanstall, created a signature style.
The work of screenwriter Richard Maibaum spans thirteen of the earlier
Bond films and may be characterised broadly as adaptation, in that he
worked from Fleming’s original writings, though the extent to which the
films contain and transpose that material is highly variable. While most of
the 1960s Connery-era films map recognisably on to their source novels,
later adaptations were looser, and The Spy Who Loved Me used only its title.
Bob Simmons worked as stunt co-ordinator on ten of the first Bond films,
and with both Connery and Moore on contemporaneous non-Bond proj-
ects. In formula terms, stunts came to occupy an increasingly important
place in Bond productions and audience expectations, especially as a pre-
credits sequence, of which perhaps the most celebrated is from The Spy
Who Loved Me, in which 007 skis off a cliff face to escape his pursuers
before deploying a Union Jack parachute. Simmons’ title for his autobiog-
raphy Nobody Does It Better borrows that film’s theme song and highlights
the extent to which, for almost all participants, the Bond association is the
most memorable and marketable aspect of their professional identity.6 It
may also be noted that the Eon Bond films had the same editor, Peter
Hunt,7 for the first five pictures and the same cinematographer, Ted
Moore, for the first four. As the franchise cemented its popularity in the
early-to-mid-1960s with yearly releases, the pictures would be remarkable
for the extent to which those creative roles which determine their look,
texture, pace and mood would be undertaken by many of the same
people.
Finally, production design may well have the greatest claim to being the
most consistently recognisable aspect of the Bond film formula. McKay
describes as ‘a Bond trademark – Ken Adam’s vast, expressionist operatic
sets, against which henchmen and good guys alike would be dwarfed’
(2008, 13). Adam was production designer on seven Bond films, while his
successor Peter Lamont designed nine and had earlier worked, usually
INTRODUCTION 9
with that expectation by including the desirable car elsewhere in the film
but varying or burlesquing the chase.
Skyfall’s chase also recycles one of the less palatable elements of the
formula, the deployment of the ‘foreign’ street or market as the setting for
the chase or contest between Bond and his opponents. Upturned market
stalls, scattered goods and jeopardised locals are insistently, sometimes
even comically, figured as the insignificant collateral damage of the encoun-
ter between First-World adversaries. Tim Waterman’s chapter here attends
closely to the flavour and politics of such scenes, and to the movies’ han-
dling of place generally. The use of an iconic ‘signature’ location, in the
case of Skyfall, Istanbul’s Grand Bazaar, is part of the globetrotting that
defines Bond films, and which, in turn, has required increasing efforts
from filmmakers to deliver novelty for audiences having a greater experi-
ence of travel than at the series’ commencement in the early 1960s.
Describing his approach to directing The World Is Not Enough, Michael
Apted considered location to be a key component of the formula: ‘You
have to deliver icons. Girls, gadgets, action and exotic locations. Hence
Bilbao and the Guggenheim building. When the Bond films started, exotic
meant palms and beaches, which aren’t exotic anymore’ (quoted in McKay
2008, 321). Joyce Goggin’s chapter on the adaptation of Live and Let Die
focuses in particular on the texts’ construction of the exotic, of ‘otherness’
and racial difference, in terms of the representation of the Tarot, the char-
acter of Solitaire, and the commingling of sexuality and exoticism.
Typing Bond
The categorisation of the James Bond stories, especially the films, is an
exercise that hindsight has rendered wholly different from the task faced
by early readers, viewers and reviewers. The term ‘Bond’, or ‘Bond film’ is
now commonly deployed as a classificatory device or comparator with
which to situate many other stories involving espionage, adventure or
action. So influential has the character and series been that it can be diffi-
cult either to imagine a time when Bond was not pre-eminent—the pro-
genitor of countless imitators and variants—or to recognise the extent to
which Bond drew, and has continued to draw on, other genres, modes and
cycles. In a 1953 letter to his publisher, Jonathan Cape, Fleming wrote
bullishly of his hopes for increased sales with subsequent Bond novels, and
twice refers to his ambition to progress ‘into the Cheyney class’ (quoted in
Fergus Fleming, ed., 2016, 34–35). Any modern-day reader would be
INTRODUCTION 13
forgiven for not being familiar with the work of crime writer Reginald
Evelyn Peter Southouse Cheyney, a popular author of the 1940s. For the
intervening years have not only served to illustrate the transitory nature of
Cheyney’s fame but also to show quite how far Fleming’s ambitions were
outstripped: first, by the growing popularity of his novels; and ultimately
by the enormous and enduring cultural significance of the character he
created and the series of films in which the character appears.
For McKay, Fleming’s Bond novels may be understood as an ‘invigorat-
ing, sophisticated form of popular fiction’ (2008, 1) well-timed to cap-
ture, and to shape, contemporary tastes. This accords with Fleming’s own
characterisation of his work as ‘thrillers designed to be read as literature’
(quoted in Lindner 2009, 13) and leads to the question of how, and by
whom, they were read. In a much-quoted 1957 letter to US broadcaster
CBS, then considering adapting Bond for television, Fleming states:
In hard covers my books and readership are written for and appeal princi-
pally to an ‘A’ readership, but they have all been reprinted in paperbacks,
both in England and in America and it appears that the ‘B’ and ‘C’ classes
find them equally readable, although one might have thought that the
sophistication of the background and detail would be outside their experi-
ence and in part incomprehensible. (quoted in Black 2005, 156)